How to make a brand book

A brand book is not just an album with beautiful pictures, logos and company colors. This is a set of rules on the design of products and documents, the promotion and positioning of goods and services.

A brand book is a book containing the laws of representing the brand in the external environment. Since it is aimed at consumer audiences, a brand concept is created based on data about potential customers.

How to make a brand book

First, you need to describe in more detail the features of potential customers: age, gender, social status, values, preferences and interests. Based on these data, the mission, philosophy, brand values ​​are formed. Data on the target audience is necessary for the company to meet customer needs and focus on them.

It is important to come up with a short catchy slogan that will push consumers to buy. It is also registered in the brand book.

After writing the brand concept, the colorful component of the brand book follows - the corporate identity of the company. It contains examples of the logo in color and black and white, company corporate colors, fonts, letterheads for documents and letters, business cards, souvenirs, etc.

The brand book is completed by the concept of promotion. It includes advertising images, texts, a description of the plot of commercials on television, and layouts of press messages.

Despite the fact that brandbooks are similar in their components, the content of books may vary depending on the type of activity of the company. For example, samples of receipts, price tags, photographs of uniforms of sellers will be present in the store’s brand book. And the restaurant’s book will contain samples of the design of the hall, serving examples, menu forms and a wine list.